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President Trump says he'll decide TikTok's fate within 30 days, as talks with Oracle and other investors unfold amid ongoing tensions with China over the app's future in the U.S.
TikTok’s rivals are eyeing its e-commerce crown
With TikTok’s future in limbo, platforms like Instagram, YouTube, and WhatNot are stepping up to claim its e-commerce empire.
TikTok Shop redefined shopping by turning viral content into seamless sales. Its algorithm, built for curiosity and impulse, didn’t just connect brands to consumers—it created a FOMO-fueled sense of discovery that’s hard to replicate. Now, with TikTok’s legal status in flux, other platforms are vying to recreate that magic.
The TikTok effect
TikTok Shop’s success wasn’t just about features. It tapped into psychological drivers—urgency, social proof, and curiosity. Watching a creator rave about a product or seeing a flash sale? It made viewers feel compelled to buy now.
This blend of discovery and instant action was a game-changer, especially for smaller brands. “TikTok amplifies anyone. Anything can trend,” says Nadya Okamoto, co-founder of August.
The challengers
Other platforms are stepping in but face hurdles replicating TikTok’s seamless experience:
Instagram checkout: Polished but lacks TikTok’s discovery-driven vibe, remaining a platform for people you already follow.
YouTube shopping: Promising, but building an engaged audience takes more effort than TikTok’s algorithm demands.
WhatNot and livestream shopping: Great for urgency but without TikTok’s reach, onboarding users is tough.
Pinterest: Discovery-friendly but lacks built-in tools to drive impulsive purchases.
The behavioural edge
TikTok Shop understood human behavior better than its rivals. It wasn’t just selling products—it was creating excitement and connection. If competitors want to fill the void, they’ll need to amplify discovery, make shopping frictionless, and tap into the psychological triggers TikTok mastered.
Why it matters: This isn’t just a fight over e-commerce—it’s a lesson in adaptability. Platforms rise and fall, but understanding consumer behavior is timeless. The smart players aren’t just chasing features—they’re chasing what makes us click, buy, and return for more.
Why random creators are redefining influencer marketing
Turns out, follower count isn’t the holy grail of influence. Blue Hour Studios’ The New Rules of Influence report shows 80% of U.S. consumers would buy a product from a “random piece of content” created by someone—regardless of their following.
The new playbook: Algorithms now prioritize relevance over reach. Brands that cling to follower numbers risk missing the mark. “Most of your audience isn’t even following you,” says Matt Higgins, VP of strategy at Blue Hour Studios. “Engagement and interest matter more.”
Why it works: Interest-driven content strikes a deeper chord. The study found 85% of consumers are drawn to content tied to their passions, with 42% saying this connection influences their buying decisions—twice as much as demographics.
What brands are doing: Savvy brands like Moose Toys are ditching follower metrics for creators who align with their audience’s interests. Their standout campaign? A mom with a small following generated 4 million views for a kids’ toy—proof that authenticity beats flashy numbers.
Forget follower counts. Winning strategies now center on creators who tap into your audience’s passions. Let the algorithms amplify the connection—and watch the results roll in.
Personalization meets 🤝 privacy
In 2025, cookie-cutter ads are dead. Today’s consumers expect personalized experiences that hit their needs without compromising their privacy. The brands nailing it? They’re blending creativity with precision, making privacy a feature, not a flaw.
Smarter privacy, better ads: Privacy-first tools like federated learning and predictive analytics are replacing invasive tracking. Brands are crafting hyper-relevant campaigns that respect boundaries while delivering real results.
Retail media’s big moment: Retail media is booming, projected to hit $1.3 trillion by 2026. Its secret? Precision targeting paired with seamless shopping integrations. Meanwhile, cookieless ads and intent-based targeting are proving far more effective than third-party cookies ever were.
Seamless ads consumers actually want: Consumers crave relevance. From AR try-ons to smart product placements, ads that feel natural are driving engagement and reducing shopping friction. The goal? Turn discovery into a purchase with zero hassle.
Spreading the budget love: Forget dumping ad budgets into just Google and Meta. Brands are diversifying—exploring BNPL platforms, in-app ads, and niche channels for better ROI and authentic connections.
What’s next?
2025 is about smarter targeting, seamless experiences, and respecting privacy. The brands that embrace these shifts are building trust, loyalty, and a lasting edge in digital marketing’s next chapter.
Today’s top stories
Meta announces initial test of ads on Threads. With Threads on track to surpass X as the real-time social app of choice, ads could appeal to many brands.
TikTok launches automated ad campaign creation for UK retailers. A new automated ad offering to help boost product sales on TikTok.
Creators can be a full-funnel marketing tactic, Snap study finds. Conducted with OMG, the study touts Snapchat’s creator ecosystem at a time when TikTok’s future in the U.S. remains undetermined.
